The buying cycle is a familiar concept: a user recognizes they have a need and sets out to find a solution which culminates in the purchase of a product of service. While many variations of the exact names of the stages exist, the cycle generally follows an easily recognizable format, like the one outlined in the image below.
As potential customers enter each stage of the buying cycle, what they need and want changes — from a simple confirmation that their need analysis is on the right track to cold hard data about your product — so, it’s safe to say a one-size fits all content strategy won’t get you very far.
By mapping content to each stage of the buying cycle, marketers are able to provide a custom-fit journey for each of their target personas, providing a more positive user experience, and increasing the impact of their marketing message.
So, what does the…
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